#48: The Brand Wins
Customers will choose irrationally and unfairly
The other night I felt like watching a movie. I didn’t know what I wanted, so I needed suggestions. Since I don’t have Netflix/HBO/Hulu subscriptions, I checked out Vanderbilt’s streaming service Kanopy. The app experience was slow, I couldn’t find something interesting and I felt distrust for the quality of the movies. I remembered that Netflix releases some of their movies on their YouTube channel. I quickly found Chasing Coral.
Rationality and fairness aren’t meant to be customers’ concerns, especially at night-time. Customers will irrationally and unfairly choose the option that gives them a better experience. They will excavate a memory of the Netflix YouTube channel mention, and pave their way to the brand that gives them what they want. In the evolution of brands, Netflix has way greater fitness than other brands.